Jack Daniel’s unveils ‘the only filter we’re a fan of is charcoal’ campaign via M&C Saatchi, Sydney

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JD_Charcoal Copy (1).jpgJack Daniel’s Tennessee Whiskey has unveiled its new brand campaign via M&C Saatchi.

The first campaign produced by the agency for the global top-selling American whiskey since winning the account in January, the work demonstrates the simplicity and authenticity of Jack Daniel’s with its charcoal filtering process which makes it a smooth sippin’ Tennessee whiskey.

‘The only filter we’re a fan of is charcoal’ campaign will roll-out across social, digital and major out-of-home sites nationally.

Says Sharon Edmondston, creative director, M&C Saatchi: “It’s exciting to bring this much-loved and iconic brand to life. What a fascinating experience it has been to delve into the core values of Jack’s over 150-year-old brand and see how culturally relevant those values still are today.”

Says Marisa Murray, head of marketing, Jack Daniel’s: “We’ll be the first to admit that charcoal might not make for the most exciting picture. But the fact is, we can’t make Jack without it and so we’ve made it the focus of this campaign with the help of M&C Saatchi.”

Agency, M&C Saatchi

Cam Blackley, Chief Creative Officer

Sharon Edmondston, Creative Director

Avi Azouz, Senior Copywriter

Chris Cheesman, Senior Art Director

Tyler Wilson, Planning Director

Celia Wallace, Senior Business Director

Joshua Johns, Account Manager

Mandi Bateson, Head of Social

Clancy Walsh, Senior Social Content Strategist

Client, Jack Daniel’s

Marisa Murray, Head of Jack Daniel’s Marketing and Shopper at Brown-Forman

Natalia Kowalczyk, Senior Brand Manager

Erin Kerr, Brand Manager

Sophie Carrad, Digital Communications Manager